|Service design, also known as customer experience design or CX, is all about understanding customer behavior in order to deliver a more positive, more customized experience. It focuses on being in tune with your customer through each and every touch point they have with your company and then enhancing those touch points to deliver a better outcome. This, in turn, creates loyalty—and in the business environment that exists today, where products and services are quickly becoming commoditized, it can be the difference between making it and breaking it for any customer-centered business.A recent survey on the impact of customer experience found that an astounding 86% of consumers would pay more for a better experience. It further concludes that 89% of consumers would try a competitor after undergoing a bad experience. With statistics like these, who can afford to ignore service design? Keep reading for more information on the basics of service design and some tips on adopting it within your organization.Service design: The basics|
Service design works to align your organization—that’s people, infrastructure and other resources—to best enable it to move from offering goods and services to offering experiences. Nowadays, consumers have so many choices for goods and services that it becomes imperative to an organization’s success to offer authentic experiences where consumers leave feeling better about themselves, and in turn, your brand.There are three requirements that must be satisfied in order for a customer to commit to making a purchase:
If customers are unable to satisfy all three of these requirements, they will simply go through the motions but never commit to purchasing. Service design looks at these drop-off points and seeks ways to satisfy these requirements. Once you’ve determined what drives your customers to purchase, you can begin mapping their journey.
Customer journey mapping
Remember, service design is all about delivering a great experience throughout each and every touch point a customer has with your company. Customers who experience this level of service are more likely to become customers for life. For more information on service design, check out our Service Design Blue Paper®.
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Oracle Corporation. 2011 Customer Experience Impact Report. Rep. Oracle Corporation, Jan. 2012. Web. 28 Mar. 2013.
Merholz, Peter. “It’s Not Who Your Customers Are, It’s How They Behave.” Harvard Business Review. Harvard Business School Publishing, 11 Feb. 2009. Web. 26 Mar. 2013.
Rapide. “The Future of Customer Experience.” The Future of Customer Experience. SlideShare Inc., 30 May 2012. Web. 28 Mar. 2013.
“CX Mistake #6: Ignoring Employees.” Customer Experience Matters. N.p., 28 Sept. 2011. Web. 10 June 2013.
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